Google’s John Mueller advises site owners that syndicated content on other sites may sometimes outrank the original source. This is a trade-off site owners need to consider when syndicating content. During a Google Webmaster Central hangout on February 8th, a site owner asked why syndicated content might rank well on a partner site, noting that a canonical tag points to the original content, which has been published for several months.
### Why is this happening?
Mueller explains that various factors determine which version of the content is most relevant for searchers. A canonical tag can indicate the original piece of content, but it might not always be “correct” if pages are completely different. A block of text may be the same, but accompanying content could add value. Syndicated content might lead users to find other relevant information on the site, impacting Google’s ranking decision.
### Can this be prevented?
There’s no guarantee that original content will outrank syndicated versions. Site owners should consider the possibility that syndication might allow other sites to rank higher. While it provides a larger audience, it also opens the possibility of other websites outperforming the original in search rankings. This is a trade-off to acknowledge when deciding to syndicate content.
Hear the full question and answer in the video below, starting at 8:57.
Mueller acknowledges this situation is tricky, noting that Google aims to direct users to the most relevant page for their queries. With completely separate websites posting the same article, the additional value from the rest of a site may influence rankings. The canonical tag helps to connect pages, but might not fully apply if the pages differ significantly. Although syndicating content reaches a larger audience, it also involves the risk of other sites ranking higher for the same content.
